Adobe’s MAX conference, which kicked off Tuesday, provided a preview of how the top software player envisions the role of generative artificial intelligence in the creative space (Image credit: Anuj Bhatia/The Indian Express)
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As the world debates whether generative artificial intelligence (AI) will replace individuals in creative industries, particularly graphic designers and illustrators, Adobe believes that its AI-based tools will “augment” creative processes, not replace them.
“Our goal is to provide users with as many tools as they want to accelerate their creativity and to ensure that they can deliver creativity at the speed of imagination,” Chandra Sinnathamby, Head, APAC, Document Cloud Solutions, Adobe, told indianexpress.com in an interview during the company’s annual MAX conference in Los Angeles. He does not believe that AI will replace artists and creative professionals.
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One reason why Generative AI is widely discussed is that many fear it could affect creative jobs. However, Sinnathamby says that it is the explosion in the demand for content that is not only visually appealing but also highly differentiated that is putting extra pressure on content creators. “We are helping creatives learn how to manage the increased demand for content in a way that is fast, controlled, precise, high-quality, and still enables them to deliver what they need to do,” he said.
That is why Adobe continues to push Generative AI features across its core suite of apps and target early adopters from the advertising, marketing, and creator communities.
“The creatives want to spend more time being creative and less time doing mundane tasks. So that’s what we are looking to do… it’s to free them up,” Sinnathamby said.
But as the capabilities of Generative AI grow and become more mainstream, Sinnathamby says its “creative-friendly” AI tools will benefit all individuals, not just seasoned illustrators but also students or freelancers who want to express themselves in creative ways. “All of them will benefit the most, but they all have very different needs in what they want to do. We are helping them to do more with the right tools,” he explained.
Adobe’s MAX conference, which kicked off Tuesday, provided a preview of how the top software player envisions the role of generative artificial intelligence in the creative space. The maker of Photoshop and InDesign released three new Gen AI models under its Firefly AI brand as well as added AI capabilities across Adobe Creative Cloud apps and Adobe Express.
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The company earlier this year launched a generative AI tool called Firefly, which allows users to edit images simply through typed commands. Since Firefly was first released in March, users have generated over three billion images using the model.
The flurry of AI announcements at this year’s MAX conference comes at a time when the creative community and the art world are divided on how to respond to image generators such as Midjourney and DALL·E 2 (Image credit: Anuj Bhatia/The Indian Express)
Its Firefly Image 2 model, an updated version of the text-to-image tool, is designed to offer higher-quality renditions, boasting enhanced photographic quality for high-frequency details, higher resolutions, more vivid colours, and improved human renderings. In particular, the Generative Match feature allows users to upload or select an image they would like the new generation to resemble.
The flurry of AI announcements at this year’s MAX conference comes at a time when the creative community and the art world are divided on how to respond to image generators such as Midjourney and DALL·E 2 that can produce fascinating visuals from aged photographs but have also raised questions about ownership and authorship. These tools are trained on data troves and prior artworks, from which the AI learns how to create artistic outputs. But in Adobe’s case, the company has rights and control over images from its Stock catalogue compared to engines trained on content across the web.
“We have built the technology from the ground up to be commercially safe,” Sinnathamby responded when asked about the company addressing the legal implications of using Generative AI in relation to copyright infringement, ownership of AI-generated works, and unlicensed content in training data.
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“We use our own assets that are IP-free or where the IP has expired,” he continued. “We also ensure that everything we build from an AI perspective meets our AI principles of transparency, accountability, and authenticity.”
The writer is in Los Angeles on the invite of Adobe.
Anuj Bhatia is a seasoned personal technology writer at indianexpress.com with a career spanning over a decade. Active in the domain since 2011, he has established himself as a distinct voice in tech journalism, specializing in long-form narratives that bridge the gap between complex innovation and consumer lifestyle.
Experience & Career: Anuj has been a key contributor to The Indian Express since late 2016. Prior to his current tenure, he served as a Senior Tech Writer at My Mobile magazine and held a role as a reviewer and tech writer at Gizbot. His professional trajectory reflects a rigorous commitment to technology reporting, backed by a postgraduate degree from Banaras Hindu University.
Expertise & Focus Areas: Anuj’s reporting covers the spectrum of personal technology, characterized by a unique blend of modern analysis and historical context. His key focus areas include:
Core Technology: Comprehensive coverage of smartphones, personal computers, apps, and lifestyle tech.
Deep-Dive Narratives: Specializes in composing longer-form feature articles and explainers that explore the intersection of history, technology, and popular culture.
Global & Local Scope: Reports extensively on major international product launches from industry titans like Apple and Google, while simultaneously covering the ecosystem of indie and home-grown tech startups.
Niche Interests: A dedicated focus on vintage technology and retro gaming, offering readers a nostalgic yet analytical perspective on the evolution of tech.
Authoritativeness & Trust
Anuj is a trusted voice in the industry, recognized for his ability to de-jargonize trending topics and provide context to rapid technological advancements. His authority is reinforced by his on-ground presence at major international tech conferences and his nuanced approach to product reviews. By balancing coverage of the world's most valuable tech brands with emerging startups, he offers a holistic and objective view of the global technology landscape.
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